Lifelong user interest modeling is crucial for industrial recommender systems, yet existing approaches rely predominantly on ID-based features, suffering from poor generalization on long-tail items and limited semantic expressiveness. While recent work explores multimodal representations for behavior retrieval in the General Search Unit (GSU), they often neglect multimodal integration in the fine-grained modeling stage -- the Exact Search Unit (ESU). In this work, we present a systematic analysis of how to effectively leverage multimodal signals across both stages of the two-stage lifelong modeling framework. Our key insight is that simplicity suffices in the GSU: lightweight cosine similarity with high-quality multimodal embeddings outperforms complex retrieval mechanisms. In contrast, the ESU demands richer multimodal sequence modeling and effective ID-multimodal fusion to unlock its full potential. Guided by these principles, we propose MUSE, a simple yet effective multimodal search-based framework. MUSE has been deployed in Taobao display advertising system, enabling 100K-length user behavior sequence modeling and delivering significant gains in top-line metrics with negligible online latency overhead. To foster community research, we share industrial deployment practices and open-source the first large-scale dataset featuring ultra-long behavior sequences paired with high-quality multimodal embeddings. Our code and data is available at https://taobao-mm.github.io.

In the context of the booming digital economy, recommendation systems, as a key link connecting users and numerous services, face challenges in modeling user behavior sequences on local-life service platforms, including the sparsity of long sequences and strong spatio-temporal dependence. Such challenges can be addressed by drawing an analogy to the forgetting process in human memory. This is because users' responses to recommended content follow the recency effect and the cyclicality of memory. By exploring this, this paper introduces the forgetting curve and proposes Spatio-Temporal periodic Interest Modeling (STIM) with long sequences for local-life service recommendation. STIM integrates three key components: a dynamic masking module based on the forgetting curve, which is used to extract both recent spatiotemporal features and periodic spatiotemporal features; a query-based mixture of experts (MoE) approach that can adaptively activate expert networks under different dynamic masks, enabling the collaborative modeling of time, location, and items; and a hierarchical multi-interest network unit, which captures multi-interest representations by modeling the hierarchical interactions between the shallow and deep semantics of users' recent behaviors. By introducing the STIM method, we conducted online A/B tests and achieved a 1.54\% improvement in gross transaction volume (GTV). In addition, extended offline experiments also showed improvements. STIM has been deployed in a large-scale local-life service recommendation system, serving hundreds of millions of daily active users in core application scenarios.

Each picture represents a news article clicked by the user. Dash borders indicate behaviors replaced by the augmentation method. The data augmentation proportion is set as 0.6. We also find that the behavior sequence augmented by masking well preserves the user's The pseudo-codes of the pre-training procedure with our AdaptSSR are shown in Algorithm 1. Randomly select two augmentation operators f and g from A. With independently sampled dropout masks. With independently sampled dropout masks.

Deep Learning Recommendation Models (DLRMs) often rely on extensive manual feature engineering to improve accuracy and user experience, which increases system complexity and limits scalability of model performance with respect to computational resources. Recently, Meta introduced a generative ranking paradigm based on HSTU block that enables end-to-end learning from raw user behavior sequences and demonstrates scaling law on large datasets that can be regarded as the state-of-the-art (SOTA). However, splitting user behaviors into interleaved item and action information significantly increases the input sequence length, which adversely affects both training and inference efficiency. To address this issue, we propose the Dual-Flow Generative Ranking Network (DFGR), that employs a dual-flow mechanism to optimize interaction modeling, ensuring efficient training and inference through end-to-end token processing. DFGR duplicates the original user behavior sequence into a real flow and a fake flow based on the authenticity of the action information, and then defines a novel interaction method between the real flow and the fake flow within the QKV module of the self-attention mechanism. This design reduces computational overhead and improves both training efficiency and inference performance compared to Meta's HSTU-based model. Experiments on both open-source and real industrial datasets show that DFGR outperforms DLRM, which serves as the industrial online baseline with extensive feature engineering, as well as Meta's HSTU and other common recommendation models such as DIN, DCN, DIEN, and DeepFM. Furthermore, we investigate optimal parameter allocation strategies under computational constraints, establishing DFGR as an efficient and effective next-generation generative ranking paradigm.

Click-Through Rate (CTR) prediction, a core task in recommendation systems, estimates user click likelihood using historical behavioral data. Modeling user behavior sequences as text to leverage Language Models (LMs) for this task has gained traction, owing to LMs' strong semantic understanding and contextual modeling capabilities. However, a critical structural gap exists: user behavior sequences consist of discrete actions connected by semantically empty separators, differing fundamentally from the coherent natural language in LM pre-training. This mismatch causes semantic fragmentation, where LM attention scatters across irrelevant tokens instead of focusing on meaningful behavior boundaries and inter-behavior relationships, degrading prediction performance. To address this, we propose $\textit{CTR-Sink}$, a novel framework introducing behavior-level attention sinks tailored for recommendation scenarios. Inspired by attention sink theory, it constructs attention focus sinks and dynamically regulates attention aggregation via external information. Specifically, we insert sink tokens between consecutive behaviors, incorporating recommendation-specific signals such as temporal distance to serve as stable attention sinks. To enhance generality, we design a two-stage training strategy that explicitly guides LM attention toward sink tokens and a attention sink mechanism that amplifies inter-sink dependencies to better capture behavioral correlations. Experiments on one industrial dataset and two open-source datasets (MovieLens, Kuairec), alongside visualization results, validate the method's effectiveness across scenarios.

Click-Through Rate (CTR) prediction models are integral to a myriad of industrial settings, such as personalized search advertising. Current methods typically involve feature extraction from users' historical behavior sequences combined with product information, feeding into a discriminative model that is trained on user feedback to estimate CTR. With the success of models such as GPT, the potential for generative models to enrich expressive power beyond discriminative models has become apparent. In light of this, we introduce a novel model that leverages generative models to enhance the precision of CTR predictions in discriminative models. To reconcile the disparate data aggregation needs of both model types, we design a two-stage training process: 1) Generative pre-training for next-item prediction with the given item category in user behavior sequences; 2) Fine-tuning the well-trained generative model within a discriminative CTR prediction framework. Our method's efficacy is substantiated through extensive experiments on a new dataset, and its significant utility is further corroborated by online A/B testing results. Currently, the model is deployed on one of the world's largest e-commerce platforms, and we intend to release the associated code and dataset in the future.

Traditional user modeling (UM) approaches have primarily focused on designing models for a single specific task, but they face limitations in generalization and adaptability across various tasks. Recognizing these challenges, recent studies have shifted towards continual learning (CL)-based universal user representation learning aiming to develop a single model capable of handling multiple tasks. Despite advancements, existing methods are in fact evaluated under an unrealistic scenario that does not consider the passage of time as tasks progress, which overlooks newly emerged items that may change the item distribution of previous tasks. In this paper, we introduce a practical evaluation scenario on which CL-based universal user representation learning approaches should be evaluated, which takes into account the passage of time as tasks progress. Then, we propose a novel framework Dynamic Time-aware continual user representation learner, named DITTO, designed to alleviate catastrophic forgetting despite continuous shifts in item distribution, while also allowing the knowledge acquired from previous tasks to adapt to the current shifted item distribution. Through our extensive experiments, we demonstrate the superiority of DITTO over state-of-the-art methods under a practical evaluation scenario. Our source code is available at https://github.com/seungyoon-Choi/DITTO_official.

In this paper, we address the lifelong sequential behavior incomprehension problem in large language models (LLMs) for recommendation, where LLMs struggle to extract useful information from long user behavior sequences, even within their context limits. To tackle this, we propose ReLLaX (Retrieval-enhanced Large Language models Plus), a framework offering optimization across data, prompt, and parameter levels. At the data level, we introduce Semantic User Behavior Retrieval (SUBR) to reduce sequence heterogeneity, making it easier for LLMs to extract key information. For prompt-level enhancement, we employ Soft Prompt Augmentation (SPA) to inject collaborative knowledge, aligning item representations with recommendation tasks and improving LLMs's exploration of item relationships. Finally, at the parameter level, we propose Component Fully-interactive LoRA (CFLoRA), which enhances LoRA's expressiveness by enabling interactions between its components, allowing better capture of sequential information. Moreover, we present new perspectives to compare current LoRA-based LLM4Rec methods, i.e. from both a composite and a decomposed view. We theoretically demonstrate that the ways they employ LoRA for recommendation are degraded versions of our CFLoRA, with different constraints on atom component interactions. Extensive experiments on three public datasets demonstrate ReLLaX's superiority over existing baselines and its ability to mitigate lifelong sequential behavior incomprehension effectively.

CTR prediction plays a vital role in recommender systems. Recently, large language models (LLMs) have been applied in recommender systems due to their emergence abilities. While leveraging semantic information from LLMs has shown some improvements in the performance of recommender systems, two notable limitations persist in these studies. First, LLM-enhanced recommender systems encounter challenges in extracting valuable information from lifelong user behavior sequences within textual contexts for recommendation tasks. Second, the inherent variability in human behaviors leads to a constant stream of new behaviors and irregularly fluctuating user interests. This characteristic imposes two significant challenges on existing models. On the one hand, it presents difficulties for LLMs in effectively capturing the dynamic shifts in user interests within these sequences, and on the other hand, there exists the issue of substantial computational overhead if the LLMs necessitate recurrent calls upon each update to the user sequences. In this work, we propose Lifelong User Behavior Modeling (LIBER) based on large language models, which includes three modules: (1) User Behavior Streaming Partition (UBSP), (2) User Interest Learning (UIL), and (3) User Interest Fusion (UIF). Initially, UBSP is employed to condense lengthy user behavior sequences into shorter partitions in an incremental paradigm, facilitating more efficient processing. Subsequently, UIL leverages LLMs in a cascading way to infer insights from these partitions. Finally, UIF integrates the textual outputs generated by the aforementioned processes to construct a comprehensive representation, which can be incorporated by any recommendation model to enhance performance. LIBER has been deployed on Huawei's music recommendation service and achieved substantial improvements in users' play count and play time by 3.01% and 7.69%.